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@nickwilsdonwww.smxl.it #SMXLmilan
13-14-15, NOVEMBER 2017
Know Your
Mobile-First
SEO
Nick Wilsdon
Lead SEO
Vodafone Group
@nickwilsdonwww.smxl.it #SMXLmilan
Why	should	you	listen	to	me?
18	years	SEO	experience
Led	agency	departments	
at	Havas	a...
@nickwilsdonwww.smxl.it #SMXLmilan
Mobile-first	index	– clear	road	ahead?
@nickwilsdonwww.smxl.it #SMXLmilan
Covering	the	technical	mobile	basics
Performance
Responsive	Web	Design (RWD)
Started	th...
@nickwilsdonwww.smxl.it #SMXLmilan
Technical	SEO	areas	to	cover	immediately
Mobile	configuration
Site	architecture
Perform...
@nickwilsdonwww.smxl.it #SMXLmilan
AMPHTTP/2
First-mover	advantages	within	mobile-first
@nickwilsdonwww.smxl.it #SMXLmilan
Monthly	trend	(before	and	after	AMP	launch)
‘iPhone	5s	contract’	ranking	
position	over...
@nickwilsdonwww.smxl.it #SMXLmilan
Average	+27%	Mobile	Traffic
Early	Vodafone	UK	results	from	AMP
@nickwilsdonwww.smxl.it #SMXLmilan
AMP	can	be	used	for	e-commerce
For	more	information,	make	
sure	you	read	the	AMP	
docum...
@nickwilsdonwww.smxl.it #SMXLmilan
Mobile-first	SEOs	must	become	
Data	Superheroes
@nickwilsdonwww.smxl.it #SMXLmilan 11
JSON-LD • You	can	use	GTM	or	
Tealium	to	insert	JSON-
LD	within	HTML	
containers	
(h...
@nickwilsdonwww.smxl.it #SMXLmilan
Ensure	the	quality	of	your	data	
Local	search	is	a	key	
part	of	data-first	
strategy	fo...
@nickwilsdonwww.smxl.it #SMXLmilan
App	indexation	with	the	Firebase	SDK
https://goo.gl/UxFK4S
@nickwilsdonwww.smxl.it #SMXLmilan 14
Featured	Snippets
Featured	snippets	appeared	
on	9.28	percent	of	our	one	
million	SE...
@nickwilsdonwww.smxl.it #SMXLmilan
Voice	search	opportunities	are	now	here
• If	you	want	to	understand	
opportunities	of	v...
@nickwilsdonwww.smxl.it #SMXLmilan
Alexa	skills	should	reduce	friction
“Alexa,	ask	Vodafone	
how	much	is	my	bill?”
“Alexa,...
@nickwilsdonwww.smxl.it #SMXLmilan
Voice	search	optimisation
“Installed,	linked	
account,	does	not	
work	for	any	
command	...
@nickwilsdonwww.smxl.it #SMXLmilan
Amazon	Alexa	owns	70%	of	US	Market
71%
24%
5%
US	Voice-Enabled	Speaker	User	Share	by	Pl...
@nickwilsdonwww.smxl.it #SMXLmilan 19
Push	API	content	into	your	own	platforms
@nickwilsdonwww.smxl.it #SMXLmilan 20
Think	data	and	API	access	
Creating	data	services	
that	can	talk	to	each	
other,	red...
@nickwilsdonwww.smxl.it #SMXLmilan
Grazie	Mille!
Questions?
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Smxl Milan 2017 Mobile-First / Data-First SEO

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Veröffentlicht am

What do SEOs need to understand in the mobile-first environment and how can then position their clients correctly in the data-first world to come. Understand open data, API and interaction between services is key.

Veröffentlicht in: Marketing

Smxl Milan 2017 Mobile-First / Data-First SEO

  1. 1. @nickwilsdonwww.smxl.it #SMXLmilan 13-14-15, NOVEMBER 2017 Know Your Mobile-First SEO Nick Wilsdon Lead SEO Vodafone Group
  2. 2. @nickwilsdonwww.smxl.it #SMXLmilan Why should you listen to me? 18 years SEO experience Led agency departments at Havas and Dentsu Run the global SEO program at Vodafone group since 2014
  3. 3. @nickwilsdonwww.smxl.it #SMXLmilan Mobile-first index – clear road ahead?
  4. 4. @nickwilsdonwww.smxl.it #SMXLmilan Covering the technical mobile basics Performance Responsive Web Design (RWD) Started thinking mobile-first UX Blocking JS/CSS
  5. 5. @nickwilsdonwww.smxl.it #SMXLmilan Technical SEO areas to cover immediately Mobile configuration Site architecture Performance/Speed HTTPS migration
  6. 6. @nickwilsdonwww.smxl.it #SMXLmilan AMPHTTP/2 First-mover advantages within mobile-first
  7. 7. @nickwilsdonwww.smxl.it #SMXLmilan Monthly trend (before and after AMP launch) ‘iPhone 5s contract’ ranking position over time ‘iPhone 5s deals’ ranking position over time AMP submitted AMP submitted AMP increases page traffic & engagement
  8. 8. @nickwilsdonwww.smxl.it #SMXLmilan Average +27% Mobile Traffic Early Vodafone UK results from AMP
  9. 9. @nickwilsdonwww.smxl.it #SMXLmilan AMP can be used for e-commerce For more information, make sure you read the AMP documentation https://goo.gl/QAdws1
  10. 10. @nickwilsdonwww.smxl.it #SMXLmilan Mobile-first SEOs must become Data Superheroes
  11. 11. @nickwilsdonwww.smxl.it #SMXLmilan 11 JSON-LD • You can use GTM or Tealium to insert JSON- LD within HTML containers (http://schema.org/) Simple (non-technical) options • Google Data Highlighter in GSC Structured data frees your content
  12. 12. @nickwilsdonwww.smxl.it #SMXLmilan Ensure the quality of your data Local search is a key part of data-first strategy for any business with multiple physical premises Google is experimenting in this area, i.e. UGC for questions and answers – pushing brands to clean this up this data
  13. 13. @nickwilsdonwww.smxl.it #SMXLmilan App indexation with the Firebase SDK https://goo.gl/UxFK4S
  14. 14. @nickwilsdonwww.smxl.it #SMXLmilan 14 Featured Snippets Featured snippets appeared on 9.28 percent of our one million SERPs. In 2017, they’re showing up on 23.25 percent of them. This makes a 54.99 percent increase [since] July 2016 and a whopping 150% increase [since] January. Position Zero is precursor to voice search https://goo.gl/DqJfy3 - The STAT Blog July 2017
  15. 15. @nickwilsdonwww.smxl.it #SMXLmilan Voice search opportunities are now here • If you want to understand opportunities of voice search – experiment! • Echosim.io (testing) • Echo Dot (much preferred) https://goo.gl/icn58Z
  16. 16. @nickwilsdonwww.smxl.it #SMXLmilan Alexa skills should reduce friction “Alexa, ask Vodafone how much is my bill?” “Alexa, ask Vodafone how do I enable data roaming?” ”Alexa, ask Vodafone why is my bill different to last month?”
  17. 17. @nickwilsdonwww.smxl.it #SMXLmilan Voice search optimisation “Installed, linked account, does not work for any command or request” Keyword terms and phrases can be optimised for voice search
  18. 18. @nickwilsdonwww.smxl.it #SMXLmilan Amazon Alexa owns 70% of US Market 71% 24% 5% US Voice-Enabled Speaker User Share by Player 2017 Amazon Alexa Google Home Other Source: eMarketer, April 2017 “75% of US households will have Smart Speakers by 2020” Growth rate is comparable to the early years of smartphone adoption Source: Gartner, Edison Research 2017
  19. 19. @nickwilsdonwww.smxl.it #SMXLmilan 19 Push API content into your own platforms
  20. 20. @nickwilsdonwww.smxl.it #SMXLmilan 20 Think data and API access Creating data services that can talk to each other, reducing friction and enhance the user experience What information or services could your business provide? And why? https://goo.gl/LNtBQR
  21. 21. @nickwilsdonwww.smxl.it #SMXLmilan Grazie Mille! Questions?

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